1. Watch our core experience guidance video
This short video will take you through the core experience elements that you will need to consider.
Improving the core experience you offer
Providing visitors with a high quality core experience can be crucial. This is irrespective of the type of business you operate.
Benchmarking against some of the best attractions that Scotland has to offer can help you to raise standards and deliver success.
2. Best practice examples
Browse the following core experience elements we assess. These are some of the best practice examples of businesses that have achieved the highest scores.
Please note that all specific examples should be taken as general guidance of 10/10. There may be some changes in standards since those scores were awarded.
Orientation ensures there is a logical, intuitive route through the attraction so that visitors can engage with all areas.
Visitors will benefit from regular and clear advice on how best to negotiate all areas – verbal, orientation boards, maps or similar.
Solway Tours
- one-to-one verbal orientation given, personalised to the tour you have chosen
- guides extremely knowledgeable about routes and content – comprehensive verbal orientation and reiterated at different points on the tour
- well-collated folder in the car with route maps and additional orientation information
- use of tablet by guide when in the car between stop points to give further orientation
- very clear route information on the website, but also proactively change or add destinations based on your interests once on the tour, and ensure orientation is provided in real time
Find out more on the Solway Tours website.
National Museum of Rural Life
- hand out illustrated orientation maps
- comprehensive verbal orientation at arrival desk
- clearly guided through one-way system via signage (and assisted by excellent building layout and visitor flow management)
- clearly defined museum sections and separate farm
Find out more on the National Museum of Rural Life website.
Balmoral Castle
- comprehensive verbal orientation of toilets, café and where to commence tour
- hand out maps
- audio guide which takes you from one area to the next with numbered points
- finger post signage assists with navigation
Five-star scoring for this section will see a significant effort being put in to welcoming visitors of all types.
The Royal Yacht Britannia
- audio tour is available in 30 languages, children’s version, as well as a British Sign Language tablet and in a Braille script
- printed version of English language tour, in large font (upon request)
- tablets available with the Britannia tour in British Sign Language
- audio handset tour in basic English for visitors with learning difficulties, visitors whose first language is not English may also find this tour useful
Best practice standards will see interpretation that excites, stimulates, educates, is fun, engaging and meets the needs of all visitors.
A variety of different mediums are used to tell the "story" and looking at the condition and presentation of all mediums is considered.
The Scotch Whisky Experience
- knowledgeable staff and guides
- use of technology (cinema room, visual effects in the tasting room)
- interactive elements for additional engagement (for example barrel ride)
Find out more on the Scotch Whisky Experience website.
The Riverside Museum
Image credit: VisitScotland / Kenny Lam
- strong use of technology, audio, visual and interactive display techniques
- immersive historic street
- opportunity to explore a range of vehicles and transport models up close
- supplementary events programme and temporary exhibitions
- volunteer led museum tours
- exceptional range and volume of information, with option for visitors to delve deeper into areas of interest via touch screen content – incorporates social history of Glasgow in addition to transport
Find out more on the Riverside Museum website.
National Museum of Flight
Image credit: National Museum of Flight / Ruth Armstrong Photography
- use of technology, audio and visual
- proactive staff members to ask
- opportunity to physically walk onto the planes to see them for yourself
- excellent Concorde exhibition
- hands-on exhibits
- various levels of knowledge catered for
Find out more on the National Museum of Flight website.
Stirling Castle
- strong use of technology, audio, visual and interactive display techniques
- guided tours from knowledgeable guides
- character actors to bring the history to life
- supplementary events programme and temporary exhibitions
Robert Burns Birthplace Museum
Image credit: National Trust for Scotland / Robert Burns Birthplace Museum
- strong use of technology, audio, visual and interactive display techniques within the main museum to create engagement across a large range of visitor types and ages – maintenance of technology excellent
- temporary exhibition space separate for rotating subject content which keeps content fresh
- separate more traditional interpretation experience of original Burns’ cottage set up as it would have been at the time
- addition of strong events programme throughout the year for further interpretation on the theme
Find out more on the Robert Burns Birthplace Museum website.
This section looks at the management of the flow of visitors through the core attraction during peak and quiet times.
We'll check for limits bottlenecks, ease for visitors to navigate, limits on waiting times, spaciousness at each exhibit / area, and a logical flow taking in all areas.
Museum of Rural Life
- the main visitor centre is purpose designed and built
- as well as plenty of space in the main visitor centre, they have considered how visitors of all ages move around the visitor attraction and access each part, including outdoor areas
- distinct areas of the museum, all clear to the visitor – indoor museum within visitor centre with easy to follow route from the arrival area (encourages one-way route but not necessary to stick to it – visitors can explore); this route leads to exit point for tractor ride or visitors can bypass museum and use stairs to access this exit and route up to the farm
- indoor museum – space between exhibits and clear view of each item
- clear pedestrian route from the visitor centre to the farm – easy to follow path – or visitors can use tractor ride (runs at regular intervals to and from the farm and visitor centre)
- farm – staff meet tractor ride and are also on hand to direct visitors at other times and offer farmyard tours; clear access to animals around the farm; tractor rides are time specific bookings, thus managing capacity and visitor flow
- the whole visitor attraction is spacious and the route logically links each area of the core attraction as well as the other areas (arrival, catering, shop and toilets)
Find out more on the National Museum for Rural Life website.
Museum of Flight
- unobstructed, spacious access to all areas within the main body of the attraction, allowing visitors to easily manoeuvre through the attraction
- extremely spacious outdoor space allowing visitors to move freely between areas
- indoor exhibit areas are also very spacious
- obvious consideration given and efforts made to limit/remove bottlenecks – countdown clocks for film presentations, allowing visitors to choose between waiting or returning
Find out more on the National Museum of Flight website.
The Macallan
- spacious in all areas
- guide led throughout, so excellent verbal orientation
- tours maximum attendee numbers allows space for all at each area
- all areas accessible to all
Find out more on the Macallan website.
In addition, there may be further considerations to make with respect to visitor flow management in light of the changing expectations and climate for the industry. Some additional considerations could be:
- Geofencing and I-Beacons
- enhanced staff management of potential bottleneck points, to avoid high contact between visitors
- reducing numbers on-site at one time to enhance visitor comfort
- time-slot based entry tickets to control flow
Looking for staff that are well presented and easily identifiable as team members. Use of high quality fabrics, branding, name badges, smart in overall appearance and appropriate to role and attraction.
The Scotch Whisky Experience
As with arrival:
- full complement of bespoke, corporate uniform, making use of high-quality fabrics and in excellent condition
- all clothing clean and well-pressed, with staff having a well-groomed appearance
- all staff wearing and having a clearly visible branded name badge of a high quality
Find out more on the Scotch Whisky Experience website.
The Scottish Crannog Centre
Image credit: The Scottish Crannog Centre
As with arrival:
- all staff wear bespoke outfits as they would have dressed in the Crannog – appropriate to attraction
- name badges carved from wood, very in keeping with attraction
Find out more on the Scottish Crannog Centre website.
Seafari Adventures Oban
Image credit: Seafari Adventures (Oban) Ltd.
- example of exemplary standards for activity provider – appropriate to attraction
- branded fleeces, t-shirts and wool hats for when staff are in the booking office/shop
- appropriate full branded kit for when on the RIB, with highlighted name lanyard for identification
This section looks at the intrinsic quality and condition, innovation, branding, clear and comprehensive systems of signage, masking use of universal symbols and linking the theme of the attraction in signing.
At present, there are no specific 10/10 best practice examples available for reference for this scoring section. For reference, to achieve 10/10 best practice standards, the following guidance points must be met:
- outstanding quality materials used in signage construction, for example acrylic or even digital signage – this will include all temporary signage such as one-way directional systems and "out of order" notices
- all signs in excellent condition
- all signs feature some form of corporate identification, for example brand logo or corporate colouring
- innovative use of design on signage, co-ordinating with the theme of the attraction
- comprehensive, clearly visible and easy to follow system of signage, appropriate to size and nature of the attraction
- clear, easy to understand, accurate and comprehensive information on signage - will often incorporate universal symbols that can be understood by all, or some form of foreign language provision
Your visitors will be looking for instruction that is comprehensive, easy to understand, engaging, friendly and encouraging.
Important factors to consider:
- provide quality instruction, taking consideration of different skill levels within the group
- flexible to adapt to visitor knowledge and interest levels
- exceptional group management, linking single attendees together for workstation support, and creating a group setting at the conclusion for the group to share their experience
- guidance imparted with enthusiasm and humour
- any materials used as aids are of a high quality and condition
Five-star scoring will see comprehensive information on all events / productions presented in a clear, engaging and easy to understand format.
There should be an extensive range of events / productions to meet all visitor types.
There should also be enhancing information provided and any materials used to be of a high quality and in excellent condition.
Usher Hall
- wide range of high-profile acts and events
- world-class stage acts and production quality
- broad repertoire of productions to attract all visitor types
The comfort and appreciation of the production for visitors is at the core of this score.
Excellent acoustic design, clear and appropriate volume level with no intrusive background noises. High quality seating / spacing / leg room / sight lines, in terms of comfort and condition.
At present, no specific 10/10 best practice examples are available for reference for this scoring section. For reference, to achieve 10/10 best practice standards, the following guidance points must be met:
- excellent acoustic design to produce high quality sound – absolutely clear, appropriate volume level for the production, no intrusive background noise from other areas
- seating appropriate to venue, in excellent order with high quality fabrics used for upholstery, all in excellent condition and no evidence of wear and tear on any area; seating offers excellent comfort levels to the visitor; ample arm and leg room for every visitor; arranged to allow all visitors a clear sight line and appreciation of the production
- ventilation, heating and lighting in full working order, to create a very comfortable atmosphere for the duration of the production – appropriate lighting levels in and around the auditorium/exhibition space which does not intrude on the production
- for larger venues, appropriate number and size of screens in proportion to size of venue, strategically positioned to allow a clear view and enjoyment of the production
- where appropriate to theatre production, use of surtitles/supertitles, positioned to be easily viewed from all seats
- for arts centre / exhibition space, sound and lighting used to enhance presentation; comfortable space and clear sight lines for all visitors
Content is comprehensive, clear, easy to understand, engaging, with use of excellent delivery in terms of methods used, volume, speed and clarity.
Well thought out route and any materials used to enhance delivery are of a high quality and in excellent condition.
Solway Tours
- exceptional knowledge base and enthusiasm of both owners / guides, who have huge personal investment in the subject matter
- able to adapt tour content easily during a tour by judging customer interest levels in different aspects
- their own personalisation and engagement during delivery
- personally collated binders in the car with extra content, and use of tablet to show extra content ad-hoc
Find out more on the Solway Tours website.
Jacobite Cruises Ltd.
- live commentator aboard
- engaged and knowledgeable team
- commentator moves through the boat engaging individually with customers between PA commentary
- quality and easy to hear PA system
- visual interpretation illustrations and maps around the boat to supplement – all aspects well branded and made from high quality materials
Find out more on the Jacobite Cruises website.
Highland Wildlife & Birdwatch Safaris
- tours are bespoke, personalised and tailored to the client's knowledge / interest, with a very comprehensive level of information provided throughout the tour
- the guide / owner is extremely enthusiastic and knowledgeable, providing very engaging tours, whilst being aware of visitor needs
- reference materials include an iPad to listen to birdsong and research birds / wildlife, as well as numerous bird books available and materials to note what you have spotted
High quality vehicle, appropriate to tour / terrain. Use of branding, vehicles in excellent condition offering high levels of comfort in terms of seating, space, ventilation, lighting, heating, extras and atmosphere.
Highland Wildlife & Birdwatch Safaris
- the tour vehicle is an immaculate Range Rover, which is renewed on a regular basis, with no evidence of wear and tear
- the vehicle is washed and hoovered prior to each tour
- controllable heated seats in the front and back, adjustable heating in the back
- ample legroom in the front and back for visitors
- extras include screens on the back of the headrests showing wildlife that has been recently photographed in the area, USB ports, spare phone cables, complimentary snacks
Exceed visitors expectations with a wide range of high quality businesses, suitable to the theme of the centre and location. The range should suit visitor mix, interests and budgets and include coffee / food outlets.
At present, no specific 10/10 best practice examples are available for reference for this scoring section. To achieve 10/10 best practice standards, the following guidance points must be met:
- a wide range of high-quality businesses, appropriate to the overall theme of the centre, for example factory outlets, high street shopping, designer outlet, leisure businesses
- a wide range of businesses to suit the visitor mix, visitor interests and budgets – including for example specialist outlets, exclusive products, food, clothing, children’s products, books, gifts
- more than one restaurant and café / coffee shop outlet located on-site
- proportion of specialist or exclusive businesses, for example large retailer’s first/only outlet in Scotland/region
- effort made to ensure local and/or Scottish businesses and products are represented, appropriate to the centre
- only one or two empty units
Looks at the intrinsic quality of décor, flooring, fixtures and fittings, condition, enhancements used. Effective use of and the condition and maintenance of lighting, heating and ventilation.
Clynelish Distillery
Image credit: Clynelish Distillery
To achieve 10/10 best practice standards, the following guidance points must be met:
- pristine paintwork and woodwork
- use of enhancements, for example pictures and signage appropriate to the attraction, all of a professional standard and in excellent condition
- high quality, hard wearing flooring in excellent condition, appropriate to the location
- high quality fixtures and fittings, all in excellent condition
- ventilation, heating and lighting in full working order, to create a comfortable atmosphere – particular attention paid to effective use of lighting covering displays and exhibition areas